We asked parents to rank where they most noticed college advertising, and half the respondents chose social media as their first choice. While direct mail received the subsequent most first place responses from a quarter of respondents, more than a quarter ranked it as their last choice. Email, while the first choice for only 13% of parents, was the 2nd or 3rd choice for two-thirds of parents. Coming in last place is streaming TV (CTV/OTT), with 12% of parents ranking it number one and almost 40% rating it as least noticed.
Student responses to a similar question yielded different results, with the top spot occupied by email, with about a third of respondents choosing it. Social media was not far behind, with 30% of students saying they most notice schools there.